A study on the determination of hedonic and utilitarian consumption attitudes in postmodern marketing

As a result of the integration of postmodern marketing into marketing communication campaigns, consumers have started to exhibit more complex processes rather than traditional behaviors in shopping and consumption and Postmodern consumers have emerged.In the purchase of a service or product, as a result of consumption made according to the wishes rather than the need, the consumer has started to feel happiness and pleasure instead of benefiting from the product or service. When hedonic consumption is mentioned, it is possible to talk about the consumption in which the instant purchase behavior is related to the entertainment, pleasure, happiness and pleasure in the consumer subconscious.In this context, in the first part of the thesis, in order to examine the relationship between postmodern marketing and marketing communication, the definitions of traditional marketing and the development stages of marketing and how postmodern marketing transformed from current marketing trends to postmodern consumer behavior are explained. In the second chapter, hedonic and utilitarian consumption behaviors of postmodern consumer behaviors and their relations with postmodern marketing are examined. In the third and last section, the hedonic and utilitarian consumption habits of women and men between 18 and 55 years of age who have any social media account and who actively use it and who shop between the ages of 18/55 were questioned with the survey method.According to the findings of the study, hedonic consumption is higher in women than men and hedonic consumption does not differ according to marital status; level and monthly income.On the other hand, it was found that men prefer this type of consumption more than women.The marital status does not differ according to monthly income and age.According to the correlation test, there is an inverse relationship between hedonic shopping and utilitarian shopping. The results and recommendations section contains the results of the researchers and the suggestions on how to shape postmodern marketing communication studies in the light of these results.